Brand: Pepsi PROJECT Pepsi Music Event and Ad Campaign LOCATION Argentina CHALLENGE After a succession of annual events, the Pepsi Music festival is perceived by the consumer as a truly musical festival within the local music agenda. Several festivals are organized in Argentina, but Pepsi Music makes the difference: it is a “marathon” of music. The Pepsi Music festival lasts for an average of 10 days during which more than a hundred local as well as international performers are presented. APPROACH For several years BridgerConway has been working on the identity development of the Pepsi Music festival, but the strategy for the 2008 event included an additional ingredient: getting the consumer to become involved right away, even before the beginning of the festival. Through web site, viral contests, and raffles, consumers participated suggesting ideas from the setting up of the stadium, to the advertisement right from the start in the development of the Pepsi Music festival. BridgerConway was in charge of the concept ideation, the event branding, above the line communications campaign, web site development and digital campaign and corresponding merchandising. RESULTS The Pepsi Music festival strengthen its position as the “real music marathon” in Latin America. The consumer was engaged and the festival kept augmented its performance into other provinces of the country. It has become a national success.
